HONG KONG. The Shilla Duty Free last week began its new perfume, cosmetics and fashion accessories concession at Hong Kong International Airport (HKIA), anchored by a new concept called Beauty&You.

The South Korean retailer unveiled its first six stores on 12 December, having won an ultra-competitive open tender for the newly combined beauty and fashion accessories contract last April.

As first reported by The Moodie Davitt e-Zine (pictured right), the new concession means Shilla is the first travel retailer to simultaneously operate the duty free perfumes & cosmetics concessions at Incheon International, Hong Kong International and Singapore Changi airports.

The HKIA stores mark the debut of Beauty&You, Shilla’s “new vision for experiential retail”. Following the start-up, the whole retail footprint will be transformed in phases to embrace the new identity. The Grand Opening is slated for summer, 2018.

With Beauty&You, Shilla offers a new retail concept for HKIA, the retailer commented. It combines innovative store designs with an extensive product range, top-class service and exciting promotional activities.

“We’re extremely excited to expand The Shilla Duty Free network to one of the busiest airports in the world,” said Shilla Travel Retail Hong Kong Managing Director Alice Woo. “The airport served more than 70 million passengers annually and 1,100 aircraft daily in the past 12 months. Hong Kong’s proximity to other Asian countries and Mainland China also makes HKIA a powerful and promising hub for duty free sales.

“With the upcoming launch of Beauty&You, we hope to redefine the airport retail experience and customer journey through personalised service, and an interactive and engaging environment in one of the most robust travel markets in the world.”

Beauty&You makes its debut at The Shilla Duty Free’s East Hall South store

Airport Authority Hong Kong General Manager, Retail & Advertising Alby Tsang makes the first purchase

Over 200 beauty brands will be featured by the time of the summer 2018 Grand Opening